On the morning of March 29th, in an Apple store in Xidan, Beijing, people came to select electronic products. The store's door was affixed with a piece of paper saying "No need to wait in line, order iPad2 on Apple's official website."
"Apple's pressure on the domestic e-reading industry is all-encompassing." In the face of the "rendering" tablet PC iPad, Zhang Yijun, Director of the Department of Science, Technology and Digital Publishing of the State Press and Publication Administration, told the reporter: "China Electronics The reading industry is facing not only competition from domestic counterparts but also international competition."
Although tablet computers are not just e-readers, more and more people choose to read newspapers and books on their tablets. “People's reading methods and content are gradually changing.†Chen Shaofeng, deputy director of the Cultural Industry Research Institute of Peking University, said to the reporter: “I’m still a person used to reading paper newspapers, but my friends said that I’m behind us. It's up."
In October 2010, the General Administration of Press and Publication issued "Opinions on the Development of E-Book Industry", proposing that "E-book has developed into an important carrier of knowledge and information dissemination, and the main form of new-type publications". The e-book industry is "published. The product of the release and the integration of the Internet and digital technologies."
As of the end of 2009, China’s digital publishing output value reached 79.94 billion yuan, surpassing the total value of traditional newspapers and periodical publications for the first time.
“Now there is a kind of “hot and cold†situation in the field of electronic reading, which is that the hands and feet are very hot and the brains are cold; the hardware manufacturers are very hot and the content providers are very cold.†Zhongnan Boji Tianju Culture Media Co., Ltd. Executive Deputy Wang Yong, the general manager, told this correspondent that “domestic publishers and content providers are generally cautious about this and many people are watching.â€
“In the era of e-reading, traditional publishers have encountered serious problems and the mode of future publication may change,†Chen Shaofeng predicted. “China's publishing industry will face a huge impact.â€
"Leap on the Beach" Electronic Reading In 1998, the New Media Company of the United States launched the first e-book reader, "The Rocket Book," but its operation was unsuccessful. The earliest successful "occupy beach" electronic reading industry was the publishing industry service provider. In 2007, Amazon, the world's largest online bookstore, launched the e-book Kindle. In 2009, Barno, the largest bookstore chain in the United States, launched the ebook reader Nook.
This is followed by electronic equipment manufacturers with technological advantages. Foreign companies such as Sony and Samsung have introduced e-readers. In China, Hanwang Technology, Founder Group, and Tianjin Jinke Electronics Co., Ltd. have also introduced e-readers.
In 2010, traditional publishing organizations that mastered a large amount of content resources also began to promote their own e-readers.
On March 30, 2010, Shanghai Century Publishing Group launched the “Cihai Yuet Readerâ€, which is China's first e-book reader independently developed by a traditional publishing institution, equipped with a huge content resource: its 17 publishing organizations, There are 44 periodicals, books and publications for five kinds of newspapers, and 880 publishing houses in several publishing associations in Taiwan, as well as publications from numerous publishing organizations in Beijing, Shanghai, Taipei, and Hong Kong. This system will also occasionally select new books and paper books to keep up to date.
In April 2010, China Publishing Group launched the “Better Readerâ€, pre-loaded with 108 best-selling and often-selling quality books. They come from the Group's 16 publishing houses and are divided into best-selling books, literature and art, politics, history, and philosophy. Law, economics, science and technology, humanities, children's leisure, and other 10 major categories, including "Liberation War", "Zeng Guofan", "Dust Settlements", "Reading Notes of Mao Zedong", "Memory of Cao Yulin's Life," "The Seventies," "Qi Limin Health Twelve" and other excellent books.
In May of the same year, Reader's Publishing Group launched the “Reader’s Paper Bookâ€, which stored more than 400 best-selling classic books pre-loaded with “Reader†magazine's elite articles for the past 10 years. Buyers can download the next 24 months free of charge. The latest content of "Reader" magazine, and through the "reader library", download "Reader" magazine started publishing content for nearly 30 years.
“The main features of online reading will determine the basic form of electronic publishing. In the context of the Internet, consumers need massive, specialized, cutting-edge information, and will also pursue branding,†said Chen Shaofeng, “only consumers are satisfied at the same time.†Only those companies in need can succeed."
The market for competition has spread from the e-reader terminal to the content integration platform. According to the results of Hanwang Technology's 2010 annual report, the gross margin of Hanwang Electronic Paper Book was 36.99%, a decrease of 9.9% from the same period of last year; the gross profit rate of handwriting product lines (including tablet computers) was 34.18%, a decrease of 16.09% over the same period of last year.
The annual report also proposed: "In order to maintain the sustainable development of the company's electronic paper book business, the company has increased the construction of the content resource platform "Hanwang Book City" to provide users with rich follow-up content download services, and gradually build "terminal + content" Development model."
“Hanwang started to build a content platform, but it does not involve the content area.†Wang Bangjiang, vice president of Hanwang Technology, told the correspondent that Hanwang followed the principle of sharing 80% of the profits to the copyright owners. In more than two years, the Hanwang Bookstore has More than 160 publishing groups and publishers, more than 100 newspapers, and more than 300 periodicals have established cooperative relations. As of now, Hanwang Book City already has 130,000 books, with nearly 100,000 users, a cumulative download volume of 2 million, and a monthly download of more than 100,000 times.
In July 2010, Shanda Literature launched the e-reader Bambook Brocade. In February of this year, Shanda announced that its Shanda Bookstore, Shanda’s literary operating platform, was formally isolated from the official website of Shanda’s e-book, not only for users of Bamboobook, but also for consumers including digital books, online literature, digital newspapers and magazines. Digital content, etc.
Content providers "look on the sidelines"
Zhang Yijun said: "In the field of e-reading, some content providers now look on the sidelines."
As more and more companies enter the “nugging†of the e-reading industry, some people withdraw from this field.
"E-books we have done before, but now it has not been done." Wang Yong said.
According to him, in 2007 and around 2008, Zhongnan Boji Tianju Culture Media Co., Ltd. licensed electronic copyrights of about 100 books to e-book operators, but the revenue was very low.
Wang Yong said, “I can feel that a lot of content providers in the industry have become increasingly alienated from the e-book market. The electronic copyright of domestic books is too cheap. In fact, we have no way to monitor electronic copyright transfer.â€
“At present, China’s e-reading market is not mature enough, and it has not yet found an operating model that allows all parties to be satisfied and benefit. If one market only benefits one side and the other is marginalized, this market is deformed.†Zhang Yijun thinks, “ Content providers are not failing to see the general trend of e-reading, but their rights are currently not guaranteed. The Internet has brought about the consumption habit of free reading. People think that the Internet is like the outdoor air and it does not cost anything to consume."
On the website of a well-known digital newspaper and periodical download site in China, the price of most e-books is less than 5 yuan. A set of “Yan Geshuo’s collection†with a 200-page price on paper, the price of an e-book is only 4 yuan.
On the website of Hanwang Bookstore, a paper version of the 25-yuan book published by Xinxing Publishing Co., Ltd. sells for 3 yuan. "The pricing standard is acquiesced in the industry and is negotiated by both parties. It is not entirely up to the party to decide."
Ding Ding, commercial manager of the Digital Publishing Department of New Star Press, told the reporter that “Chinese e-book consumers have not yet developed a good paying habit for a while. This is a big environment. Now that the “digital publishing industry†has just started, we need to Help consumers develop habits at lower prices."
Chen Shaofeng believes that after the content integration platform has formed a relatively monopolistic situation, it is very difficult for content providers to obtain high income and remain in an awkward position.
Tintin said: “The domestic e-book market has just started. We are not a terminal manufacturer or an operator. As a traditional publishing institution, we are optimistic about the future e-book market, but now we value it as a marketing and promotion channel. As for the immediate return, it is not the key to our consideration."
“The e-reading industry in China must be developed in an integrated manner. Now that the content cannot keep up, the terminal platform can hardly make a difference. If the terminal cannot meet the content demands of consumers, it will definitely be left out.†Zhang Yijun said, “Apple’s success lies in The overall development strategy has been adopted. The terminal is exquisite and the content is followed up in a timely manner. This is the model we must take in the future."
The business model is impacted. "The current domestic e-reading terminal and content integration platform have been relatively successful. Most of them are not traditional publishing organizations. Most of them are private enterprises, there are also platform operators and channel providers." Zhang Yijun said, electronic publishing The rapid development requires several conditions, first of all special technologies; secondly, this is a burning industry that requires a large amount of continuous economic investment; and thirdly, there must be specialized talents, especially technological development and applications. Maintenance talents. These three aspects are the weaknesses of the traditional publishing companies. They compare the weaknesses of traditional publishing companies with those of emerging industries.
In addition, mobile media has entered the field of reading, mobile phones already have a large number of customers, and the traditional publishing industry does not.
Zhang Yijun believes that the preponderance of platform operators and channel providers is a worldwide phenomenon, but China is even more prominent. “This is related to China’s original industrial foundation and news publishing system. For a certain period of time, the enterprises that mastered the technology have gained priority in the field of e-reading, and channel operators have done a better job, but this is a temporary phenomenon. After the traditional publishing unit has completed the transformation, the content provider's strength and market competitiveness will be improved."
“iPad told us that the hardware terminal has become a media platform, and the combination of the media platform and the hardware terminal is very powerful, and the content must be combined with the platform.†Chen Shaofeng analyzed, “The traditional publishing business model has been impacted. The e-book city has made books and non-best-selling books that have been published by publishers into e-books, and they seem to have a large amount of money, but they are actually very inefficient. Paper book sales are an important source of revenue for traditional publishing houses. Publishers also have concerns about the electronicization of bestsellers."
“Digital publishing is not a simple digitalization. It should make full use of current media technologies to form digital publishing products that are very different from traditional publications.†Zhang Yijun believes that “content innovation has not yet been implemented. If it is done, consumers feel that This product is irreplaceable, and I believe that people will be willing to pay for it.In the future, the traditional publishing unit will be one of the many content providers.If you go against the tide, you won't fall back and you won't lose content resources. The traditional publishing unit does not always stand in an unshakable position. It used to be a business department. Now it depends more on the market.
Chen Shaofeng predicts that the production process of e-books will be more simplified than that of paper books. In the field of e-books, the middlemen existing in the circulation of paper books have been simplified, and the authors and e-books may be directly connected in the form of book brokers. Book platform.
The "Opinions on Developing the E-book Industry" proposes that the e-book industry includes content links such as content providers, technology providers, equipment manufacturers and channel operators. Its industrial chain consists of content originality, editing and processing, digital conversion, and chip implantation. , platform delivery, equipment production, market sales and import and export trade and other links.
“I personally believe that in the future, content providers, content integration platforms, and hardware terminals will constitute a “one end of the shoulder pole†pattern,†Zhang Yijun said. “The “Bantang†is a content integration platform. One is a content provider and the other is a consumer. In the long run, the “two heads†should be released, and the content integration platform should be open to all kinds of terminals, and be seamlessly linked to multiple terminals, regardless of whether they are desktop computers, tablet computers, or other readers, they can share content integration. Platform. Content monitoring can be implemented on the platform."
“On the aspect of content provision, not only traditional publishing units are qualified (supplying), but also the creativity of the people should be stimulated. In the future, professional and mainstream publishing organizations and non-professional and amateur writers will coexist and meet readers. The different needs.†Zhang Yijun revealed that the General Administration of Press and Publication will conduct research and development of copyright protection technology during the “Twelfth Five-Year Plan†period. “Without effective copyright protection technology, there will always be problems that cannot be solved.†During the period, formal digital publications will be protected by this technology to combat piracy and increase the revenue of digital publications.
"Apple's pressure on the domestic e-reading industry is all-encompassing." In the face of the "rendering" tablet PC iPad, Zhang Yijun, Director of the Department of Science, Technology and Digital Publishing of the State Press and Publication Administration, told the reporter: "China Electronics The reading industry is facing not only competition from domestic counterparts but also international competition."
Although tablet computers are not just e-readers, more and more people choose to read newspapers and books on their tablets. “People's reading methods and content are gradually changing.†Chen Shaofeng, deputy director of the Cultural Industry Research Institute of Peking University, said to the reporter: “I’m still a person used to reading paper newspapers, but my friends said that I’m behind us. It's up."
In October 2010, the General Administration of Press and Publication issued "Opinions on the Development of E-Book Industry", proposing that "E-book has developed into an important carrier of knowledge and information dissemination, and the main form of new-type publications". The e-book industry is "published. The product of the release and the integration of the Internet and digital technologies."
As of the end of 2009, China’s digital publishing output value reached 79.94 billion yuan, surpassing the total value of traditional newspapers and periodical publications for the first time.
“Now there is a kind of “hot and cold†situation in the field of electronic reading, which is that the hands and feet are very hot and the brains are cold; the hardware manufacturers are very hot and the content providers are very cold.†Zhongnan Boji Tianju Culture Media Co., Ltd. Executive Deputy Wang Yong, the general manager, told this correspondent that “domestic publishers and content providers are generally cautious about this and many people are watching.â€
“In the era of e-reading, traditional publishers have encountered serious problems and the mode of future publication may change,†Chen Shaofeng predicted. “China's publishing industry will face a huge impact.â€
"Leap on the Beach" Electronic Reading In 1998, the New Media Company of the United States launched the first e-book reader, "The Rocket Book," but its operation was unsuccessful. The earliest successful "occupy beach" electronic reading industry was the publishing industry service provider. In 2007, Amazon, the world's largest online bookstore, launched the e-book Kindle. In 2009, Barno, the largest bookstore chain in the United States, launched the ebook reader Nook.
This is followed by electronic equipment manufacturers with technological advantages. Foreign companies such as Sony and Samsung have introduced e-readers. In China, Hanwang Technology, Founder Group, and Tianjin Jinke Electronics Co., Ltd. have also introduced e-readers.
In 2010, traditional publishing organizations that mastered a large amount of content resources also began to promote their own e-readers.
On March 30, 2010, Shanghai Century Publishing Group launched the “Cihai Yuet Readerâ€, which is China's first e-book reader independently developed by a traditional publishing institution, equipped with a huge content resource: its 17 publishing organizations, There are 44 periodicals, books and publications for five kinds of newspapers, and 880 publishing houses in several publishing associations in Taiwan, as well as publications from numerous publishing organizations in Beijing, Shanghai, Taipei, and Hong Kong. This system will also occasionally select new books and paper books to keep up to date.
In April 2010, China Publishing Group launched the “Better Readerâ€, pre-loaded with 108 best-selling and often-selling quality books. They come from the Group's 16 publishing houses and are divided into best-selling books, literature and art, politics, history, and philosophy. Law, economics, science and technology, humanities, children's leisure, and other 10 major categories, including "Liberation War", "Zeng Guofan", "Dust Settlements", "Reading Notes of Mao Zedong", "Memory of Cao Yulin's Life," "The Seventies," "Qi Limin Health Twelve" and other excellent books.
In May of the same year, Reader's Publishing Group launched the “Reader’s Paper Bookâ€, which stored more than 400 best-selling classic books pre-loaded with “Reader†magazine's elite articles for the past 10 years. Buyers can download the next 24 months free of charge. The latest content of "Reader" magazine, and through the "reader library", download "Reader" magazine started publishing content for nearly 30 years.
“The main features of online reading will determine the basic form of electronic publishing. In the context of the Internet, consumers need massive, specialized, cutting-edge information, and will also pursue branding,†said Chen Shaofeng, “only consumers are satisfied at the same time.†Only those companies in need can succeed."
The market for competition has spread from the e-reader terminal to the content integration platform. According to the results of Hanwang Technology's 2010 annual report, the gross margin of Hanwang Electronic Paper Book was 36.99%, a decrease of 9.9% from the same period of last year; the gross profit rate of handwriting product lines (including tablet computers) was 34.18%, a decrease of 16.09% over the same period of last year.
The annual report also proposed: "In order to maintain the sustainable development of the company's electronic paper book business, the company has increased the construction of the content resource platform "Hanwang Book City" to provide users with rich follow-up content download services, and gradually build "terminal + content" Development model."
“Hanwang started to build a content platform, but it does not involve the content area.†Wang Bangjiang, vice president of Hanwang Technology, told the correspondent that Hanwang followed the principle of sharing 80% of the profits to the copyright owners. In more than two years, the Hanwang Bookstore has More than 160 publishing groups and publishers, more than 100 newspapers, and more than 300 periodicals have established cooperative relations. As of now, Hanwang Book City already has 130,000 books, with nearly 100,000 users, a cumulative download volume of 2 million, and a monthly download of more than 100,000 times.
In July 2010, Shanda Literature launched the e-reader Bambook Brocade. In February of this year, Shanda announced that its Shanda Bookstore, Shanda’s literary operating platform, was formally isolated from the official website of Shanda’s e-book, not only for users of Bamboobook, but also for consumers including digital books, online literature, digital newspapers and magazines. Digital content, etc.
Content providers "look on the sidelines"
Zhang Yijun said: "In the field of e-reading, some content providers now look on the sidelines."
As more and more companies enter the “nugging†of the e-reading industry, some people withdraw from this field.
"E-books we have done before, but now it has not been done." Wang Yong said.
According to him, in 2007 and around 2008, Zhongnan Boji Tianju Culture Media Co., Ltd. licensed electronic copyrights of about 100 books to e-book operators, but the revenue was very low.
Wang Yong said, “I can feel that a lot of content providers in the industry have become increasingly alienated from the e-book market. The electronic copyright of domestic books is too cheap. In fact, we have no way to monitor electronic copyright transfer.â€
“At present, China’s e-reading market is not mature enough, and it has not yet found an operating model that allows all parties to be satisfied and benefit. If one market only benefits one side and the other is marginalized, this market is deformed.†Zhang Yijun thinks, “ Content providers are not failing to see the general trend of e-reading, but their rights are currently not guaranteed. The Internet has brought about the consumption habit of free reading. People think that the Internet is like the outdoor air and it does not cost anything to consume."
On the website of a well-known digital newspaper and periodical download site in China, the price of most e-books is less than 5 yuan. A set of “Yan Geshuo’s collection†with a 200-page price on paper, the price of an e-book is only 4 yuan.
On the website of Hanwang Bookstore, a paper version of the 25-yuan book published by Xinxing Publishing Co., Ltd. sells for 3 yuan. "The pricing standard is acquiesced in the industry and is negotiated by both parties. It is not entirely up to the party to decide."
Ding Ding, commercial manager of the Digital Publishing Department of New Star Press, told the reporter that “Chinese e-book consumers have not yet developed a good paying habit for a while. This is a big environment. Now that the “digital publishing industry†has just started, we need to Help consumers develop habits at lower prices."
Chen Shaofeng believes that after the content integration platform has formed a relatively monopolistic situation, it is very difficult for content providers to obtain high income and remain in an awkward position.
Tintin said: “The domestic e-book market has just started. We are not a terminal manufacturer or an operator. As a traditional publishing institution, we are optimistic about the future e-book market, but now we value it as a marketing and promotion channel. As for the immediate return, it is not the key to our consideration."
“The e-reading industry in China must be developed in an integrated manner. Now that the content cannot keep up, the terminal platform can hardly make a difference. If the terminal cannot meet the content demands of consumers, it will definitely be left out.†Zhang Yijun said, “Apple’s success lies in The overall development strategy has been adopted. The terminal is exquisite and the content is followed up in a timely manner. This is the model we must take in the future."
The business model is impacted. "The current domestic e-reading terminal and content integration platform have been relatively successful. Most of them are not traditional publishing organizations. Most of them are private enterprises, there are also platform operators and channel providers." Zhang Yijun said, electronic publishing The rapid development requires several conditions, first of all special technologies; secondly, this is a burning industry that requires a large amount of continuous economic investment; and thirdly, there must be specialized talents, especially technological development and applications. Maintenance talents. These three aspects are the weaknesses of the traditional publishing companies. They compare the weaknesses of traditional publishing companies with those of emerging industries.
In addition, mobile media has entered the field of reading, mobile phones already have a large number of customers, and the traditional publishing industry does not.
Zhang Yijun believes that the preponderance of platform operators and channel providers is a worldwide phenomenon, but China is even more prominent. “This is related to China’s original industrial foundation and news publishing system. For a certain period of time, the enterprises that mastered the technology have gained priority in the field of e-reading, and channel operators have done a better job, but this is a temporary phenomenon. After the traditional publishing unit has completed the transformation, the content provider's strength and market competitiveness will be improved."
“iPad told us that the hardware terminal has become a media platform, and the combination of the media platform and the hardware terminal is very powerful, and the content must be combined with the platform.†Chen Shaofeng analyzed, “The traditional publishing business model has been impacted. The e-book city has made books and non-best-selling books that have been published by publishers into e-books, and they seem to have a large amount of money, but they are actually very inefficient. Paper book sales are an important source of revenue for traditional publishing houses. Publishers also have concerns about the electronicization of bestsellers."
“Digital publishing is not a simple digitalization. It should make full use of current media technologies to form digital publishing products that are very different from traditional publications.†Zhang Yijun believes that “content innovation has not yet been implemented. If it is done, consumers feel that This product is irreplaceable, and I believe that people will be willing to pay for it.In the future, the traditional publishing unit will be one of the many content providers.If you go against the tide, you won't fall back and you won't lose content resources. The traditional publishing unit does not always stand in an unshakable position. It used to be a business department. Now it depends more on the market.
Chen Shaofeng predicts that the production process of e-books will be more simplified than that of paper books. In the field of e-books, the middlemen existing in the circulation of paper books have been simplified, and the authors and e-books may be directly connected in the form of book brokers. Book platform.
The "Opinions on Developing the E-book Industry" proposes that the e-book industry includes content links such as content providers, technology providers, equipment manufacturers and channel operators. Its industrial chain consists of content originality, editing and processing, digital conversion, and chip implantation. , platform delivery, equipment production, market sales and import and export trade and other links.
“I personally believe that in the future, content providers, content integration platforms, and hardware terminals will constitute a “one end of the shoulder pole†pattern,†Zhang Yijun said. “The “Bantang†is a content integration platform. One is a content provider and the other is a consumer. In the long run, the “two heads†should be released, and the content integration platform should be open to all kinds of terminals, and be seamlessly linked to multiple terminals, regardless of whether they are desktop computers, tablet computers, or other readers, they can share content integration. Platform. Content monitoring can be implemented on the platform."
“On the aspect of content provision, not only traditional publishing units are qualified (supplying), but also the creativity of the people should be stimulated. In the future, professional and mainstream publishing organizations and non-professional and amateur writers will coexist and meet readers. The different needs.†Zhang Yijun revealed that the General Administration of Press and Publication will conduct research and development of copyright protection technology during the “Twelfth Five-Year Plan†period. “Without effective copyright protection technology, there will always be problems that cannot be solved.†During the period, formal digital publications will be protected by this technology to combat piracy and increase the revenue of digital publications.
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